Digital Marketing Communication | Discussion

Running head: DIGITAL MARKETING COMMUNICATION
Digital Marketing Communication
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1DIGITAL MARKETING COMMUNICATION
Introduction
In the advent of digital marketing, the importance and influence of digital marketing
is increasing and it is expected that it will continue to grow in the next decade (Narayanan
and Raja 2020). This study recommends the digital marketing as most promising method and
suggests applications and platforms that would ensure maximum growth.
Discussion
1. Recommend to the owner whether you should give priority to a predominantly
traditional marketing mix or a predominantly digital marketing mix, giving
reasons for your answer and not forgetting that you have a very limited budget
to work with;
Due to emerging trend of digital marketing mainly of food delivery app in
India, as well the increasing use of social media platforms for marketing, it is
recommended that digital marketing is given importance for the restaurant (Durai and
King 2019). There are many reasons for which digital marketing needs to be adopted.
First, digital marketing has the ability to ensure greater brand exposure. Digital
marketing also enables the chance to reach large target markets easily. Second, digital
marketing is cheaper as it provides many opportunities of free marketing and
promotion through social media marketing (Kapoor and Vij 2018). Finally, traditional
marketing has lesser impact upon people as they are more involved in the digital
world with smartphones, which indicates that it has larger chances of attracting the
attention of the majority.

2DIGITAL MARKETING COMMUNICATION
2. Assuming that you recommend that your brand adopts some digital
communications tools as part of its marketing strategy, outline what these tools
would be and give reasons for your choices;
The most useful tools that can be used in India for digital marketing of a fast
food joint are delivery services like Zomato, Swiggy or FoodPanda. Zomato has
become one of the most popular application that people use to find out restaurants.
Studies have shown that the choice of restaurant among the youngsters are largely
guided by the reviews and ratings in Zomato application and in the social media
(Bagla and Khan 2017). Most of the people now prefer ordering food online than to
visit the restaurant physically. This trend is growing and the reason is the simpler
menu of the food delivery applications, savings through coupon codes and promos
and the hassle free experience of these apps.
Social media platforms like Facebook, Twitter and instagram can be used for
promotion of fast food. The reason behind choosing this media is that most of the
promotional activities are free of cost. Restaurants can put up pictures of their menu,
food items and events in the social media pages (Gupta 2019). Instagram is especially
popular for food promotion as the application is based on pictures. Researches show
that twitter is also effective for communicating with target market as it provides the
platform of communication through short and crisp messages that can be used for
announcements and call to action (Ghadiyali 2017).
3. By using whatever research you can access on digital trends in India,
recommend the six most important apps that your brand should promote
through and consider, and, with justification, explain whether you think that the
brand should invest in developing its own app in this national market.